If they have all this time and money to waste on moar UI.. why dont they spend it on something that would actually help gamers.. something like an extremely slimmed down and streamlined gaming OS that you can dual-boot into; an OS that is lighter than air (very few background services if none at all), has their digital distribution model built into it and it has the capability of prioritizing local resources (network/CPU/memory etc.) for optimal gaming performance..?
As a gamer, and I'm sure most would agree, not having to use Microsoft's heavy-arse OS's, not having to log in to Steam everytime in order to play your games (it would be part of the gaming OS), and having ALL of your local system resources not only available but prioritized for the game sounds like heaven. An ultra-light gaming OS is an untapped market, and in an industry where the revenue eclipses both movies and music.. there is money to be made with something like an operating system specifically meant for gaming. If I can buy Norton anti-virus for gaming (works very well, turns off almost everything when you go into full screen in order to free up resources) then why not an ultra-light gaming OS? Just an idea...